Rose Bowl expected to boost Bucky sales

MADISON-There's nothing like a Rose Bowl invitation to increase the popularity of the already popular Bucky Badger.

Bucky, one of America's favorite college mascots, will be on center stage Jan. 1 when the Badgers play UCLA in the Rose Bowl. The University of Wisconsin-Madison's second Rose Bowl appearance in five years has boosted sales of Bucky Badger merchandise - and could lead to an increase in counterfeit merchandise, says Pamela Holt, director of the university's Office of Trademark Licensing.

"The popularity of Bucky is one of the major aspects of our trademark licensing program, from sweatshirts to hats to all kinds of items," Holt says. "And with the Rose Bowl, sales are really picking up."

UW-Madison ranks 10th in sales in the Collegiate Licensing Company, the organization that oversees trademark licensing for more than 170 universities. Royalties from licensing totaled almost $1.2 million in 1997-98, continuing a trend of more than $1 million in annual trademark income since 1993-94, when the Badgers won the Rose Bowl.

The royalty income is divided between financial aid for students, called Bucky Badger Grants, and the UW athletic department. This year, 107 Bucky Badger Grants ranging from $700 to $10,000 were awarded, mostly to Wisconsin residents, based on need.

The university has licensing agreements with 445 companies to market Bucky Badger, the motion "W" and the UW-Madison name on apparel and other merchandise. Permission to use the university's trademarks must be obtained through the Office of Trademark Licensing. The trademarks are property of the UW System Board of Regents.

Holt anticipates an increase in counterfeit UW merchandise at the Rose Bowl. More than 1,500 counterfeit T-shirts, sweatshirts and hats were turned over at the 1994 Rose Bowl through a civil enforcement action.

Holt, CLC representatives and a private company hired by the Pasadena Tournament of Roses will enforce the trademarks at the Rose Bowl.

"It's important for people to remember that they can't use the UW's trademarks, UCLA's trademarks and the Rose Bowl's trademarks just because they want to use them," Holt says. ### - Erik Christianson, (608) 262-0930; echristi@facstaff.wisc.edu